Driving Customer Centricity in a B2B organization The Digital Future of B2B EindhovenJune 30

th 2015

Rob den Rooijen

Theo Verweerden Marketing program director

3

Rob den Rooijen Program Manager Digital Marketing & Sales

DSM Excellence in Marketing & Sales

Meet DSM

• Leading supplier of nutritional ingredients (including vitamins, carotenoids, omega’s, food/feed enzymes, cultures, yeasts, nutraceuticals) for the feed, food and personal care industries

• Leading supplier of sustainable high performance materials for the automotive, electrical & electronics and building & construction industries

• Recognized as top innovator active in biomedical materials, advanced biofuels, bio-based chemicals and advanced surfaces for solar systems

Health Nutrition Materials

OPENING EYESto be a customer centricity PROFESSIONAL!

OUR CHALLENGE

CUSTOMER CENTRICITY to increase CUSTOMER LOYALTY

THE ESSENCE OF MARKETING & SALES

Customer Loyalty

Customer Decision Journey (CDJ)

DMU

Networks

FindConsider

Persona

Repu

rcha

s

Buy

91% 43%

70%

* Average performance difference for firms in each quadrant versus the average performance of all large firms in the same industry for the 184 publicly-traded companies in our sample

“Digital Masters Have Significantly Better Financial Performance”

Basket of indicators:• EBIT Margin

• Net Profit Margin

Di

git al

Ca pa bili ty

Leadership Capability

REVENUE GENERATION EFFICIENCY

+6%

Basket of indicators:• Revenue / Employee• Fixed Asset Turnover

+9%

-10%-4%

Di

git al

Ca pa bili ty

Leadership Capability

PROFITABILITY

% +26%

+9%-24%

-11%

75% of B2B decision makers visit communities or forums at least monthly for business purposes

RESET the AGENDACustomer Loyalty / Centricity

Digital Transformation requires (small) steps along 3 customer centric

themes:

• Explore; Build 3600 view on your customer

• Engage; Become a trusted source

• Excite; Ensure a consistent and reinforcing experience

Small Steps have big impact!

Expl

ore

DataCollect and Analyze

internal and external Data on behavior

to build 3600 view on our customer

Share & Transparency Harmonized to Build Dashboards

Decisions

DSM in Nutrition3600 view on customers

Stats: • > 2500 sales professionals have been on boarded • Pipeline accuracy increased from 60% to 90% • Sales effectiveness increased; Quality of visits and Success

rate of projects • Sales efficiency; 5-10% more customer facing time

Approach: • Implement Best Practice sales approach • create one shared view on the customer enabled by CRM • Anywhere anytime access • Shared information across people & teams on all levels on

opportunities and customer interactions • Automated, aggregated reporting

Social media research: Create understanding of online discussions

Source: Oxyme social media research process

DSM BiomedicalBiomaterials: Who is talking where?

Enga

ge ConnectKnow where your customer hang out

and become part

of the conversation

Be(come) a trusted source Have something relevant to tell Content

Stats: • > 636 qualified leads • Already used on >5 tradeshows

worldwide • 35 videos created for the app • 32 PDFs created for the app

DSM in Engineering Plastics Improve the sales conversation

Stats 2015: • > 11,000 social reach on social media • 1,900 followers on ANH Twitter channel • 15 active social media champions

Comp 1 Comp 2 Comp 3 Comp 4 DSMSocial

mention score

6% 1% 1% 4% 5%

DSM in Animal Nutrition Establishing thought leadership

Approach: • Target groups and needs identified • Content creation process established • Social listening in animal feed markets installed • ANH Twitter channel started • Internal social media champions and other stakeholders trained • Dash boarding and analytics set up

DSM FeedTweet Example social media champion

Enabling employees to engage via social media

Using social during events: Feed Protease ‘14

Great initiative with pre- during and post event

approach.

The potential impressions of all the tweets send by both @DSMFeedTweet and the social champions combined is

more than 100K.

Engagement rates are high because of the active retweeting by the social

champions

# of tweets: 86

Potential social reach: 100,000

Website visits: 713

KEY RESULTS

Objective: leveraging the feed protease event via social media

Activities: social monitoring, training social champions, provide sharing suggestions pre-,

during and post-event, workflow appointments per social champion, live tweeting during

event, creating storify

APPROACH EXAMPLE OF OPTIMIZED SITE FOR EVENT

Exci

te IntegrateCreate the WOW

of recognition

Reinforcement Our brand should stand out

Orchestrate

Defining personas to understand customer needs

Designing customer journeys based on personas

Aligning existing channels and tooling and setting up new channels to optimize customer engagement.

Teach employees in using customer engagement channels and create awareness about the program and gained results and insights.

Selecting existing key processes and events and defining customer engagement opportunities.

DSM Dyneema Integrated customer engagement program

Processes and

Activities

People and skills

Channels and tooling

Focuses on measuring performance, analyzing results and gaining insights and defining actions. Key for fact based approach.

Governance

Boosting customer loyaltyby using uniform experience

across online and offline channels

DSM Dyneema Integrated customer engagement program

Leveraging social during trade shows

Creating social content with customersVolvo Ocean Race | G. Maffioli Video

Very positive reactions on the post:

Example of the Facebook Post:Key results:

SOCIAL REACH: 380K

SOCIAL ENGAGEMENT: 32K

SOCIAL BASE: 223

Key insights & learnings

• Facebook was used to boost the message among the sailing

target audience (end-users). These results show the

effectivity of Facebook when boosting consumer-oriented

content (Sailing & VOR).

• Non-English people showed great engagement with the

post. This might have been higher if the post was in their

native language (learning for next time).

#brightscience campaign: Starting conversations about science with a societal impact

Our LEARNINGS

• Ensure buy in on all levels in the company – From executives till operational employees

• Find a hook to the actual business groups’ needs – Start small rather than go for the full blown strategic approach

• Organize multi disciplinary teams – Customer centricity goes beyond M&S involvement

LEARNINGS

Our ADVICE

OPEN YOUR EYESto be a CUSTOMER CENTRICITY PROFESSIONAL

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